Foodora

foodora GmbH
Industry Online food ordering
Founded 2014 (2014)
Headquarters Berlin, Germany
Areas served
 Europe, Canada
Key people
 Rodrigo Sampaio, Eduardo Goes, Julian Dames, Emanuel Pallua
Owner Delivery Hero
Website foodora.com

foodora GmbH is a Berlin-based online food delivery company[1] which offers meals from over 9,000 selected restaurants[2] in 9 countries worldwide.[3] [4] Using the foodora app, website or the corporate platform, customers can browse local restaurants, place an order, and track it as it’s prepared and delivered by a bike courier or delivery driver.

Foodora rider in Finland

History

foodora was founded under the name Volo GmbH in Munich in February 2014. It relocated to Berlin when Rocket Internet acquired 100% of the company in April 2015.[5] In June 2015, foodora also acquired food delivery services Hurrier (in Canada), Suppertime (in Australia), and Heimschmecker (in Austria), which now all operate under the foodora brand. In September 2015, Delivery Hero acquired foodora from Rocket Internet.[6] foodora was then merged with Delivery Hero’s upscale food delivery brand, Urban Taste, under the name foodora.[7]

Operations

Using foodora’s website or mobile app, customers can browse restaurants near them, place their order, and pay. The order is then prepared by the restaurant, picked up by one of foodora’s couriers (foodsters), and delivered to the customer “in about 30 minutes[8]”. foodora provides both B2C and B2B food delivery services. In Germany, foodora suffers from high costs of about 12 to 14 Euros per driver-hour. foodora is currently making a loss of about 5 to 6 million Euros per month globally, though the company is trying to reduce costs and improve efficiency.[9]

Geographical presence

foodora operates in 9 countries worldwide: Austria, Canada, Finland, France, Germany, Italy, Netherlands, Norway, and Sweden.[3]

Australia

foodora has expanded over the Australian market in Sydney, Melbourne and Brisbane. Potential expansions to Perth and Gold Coast are being planned. In September 2015, foodora acquired a local delivery company Suppertime, later re-branding it to foodora in May.[10] On August 1st 2018, foodora announced that it is closing operations in Australia on August 20 2018.[11]

Canada

Foodora delivery man outside of a commercial office.

In July 2015, foodora entered the Canadian market by acquiring Toronto based delivery company Hurrier. They expanded to Montreal in October 2015 and later re-branded both cities to foodora in January 2016. An expansion to Vancouver occurred in 2016.

Controversies

foodora has been accused of "sham contracts"[12] with its workers. In October 2016, foodora workers in Turin responded to the proposed change from hourly work to piece work with an organised protest against the general reduction in quality of work.[13] In 2017, foodora workers protested working conditions in Berlin, Germany.[14]

foodora workers in Australia have spoken out about company. Workers have protested against the continuously falling rate of pay and policies that encourage dangerous behavior on the road.[15] Also of concern is workers' status as independent contractors despite their working conditions resembling that of employees. foodora has responded punitively against workers who have spoken out, leading at least two workers to pursue legal action against the company.[16]

References

  1. ↑ Azaa, Wee Sile. "Upmarket restaurants embrace a tech delivery service". cnbc.com. Thomson Reuters. Retrieved 22 October 2015.
  2. ↑ Stefan, Nicola. "Delivery Hero's Foodora Expands as Rivalry Intensifies". bloomberg.com. Bloomberg. Retrieved 19 February 2016.
  3. 1 2 "On-demand food delivery service foodora merges with Delivery Hero's Urban Taste and breaks into the global market". Dgap.de (in German). 2015-09-17. Retrieved 2016-11-02.
  4. ↑ https://anz.businesschief.com/leadership/3461/Foodora-to-end-operations-in-Australia-by-20-August | title= Foodora Australia to closes services on August 20, 2018
  5. ↑ The Eureka. "TODAY IN GERMANY: GRANIFY, VENTURE STARS, VOLO, CAMPANDA.DE". theheureka.com. Vertical Media GmbH. Retrieved 27 May 2015.
  6. ↑ Bien, Perez. "German start-up foodora plans to take Hong Kong's online food-courier services upmarket". SCMP. South China Morning Post. Retrieved 8 October 2015.
  7. ↑ Bien, Perez. "German start-up foodora plans to take Hong Kong's online food-courier services upmarket". scmp.con. South China Morning Post. Retrieved 8 October 2015.
  8. ↑ Bodo, v. Braunmühl. "On-demand food delivery service foodora merges with Delivery Hero's Urban Taste and breaks into the global market". dgap.de. DGAP-Media. Retrieved 17 September 2015.
  9. ↑ Alvares de Souza Soares, Philipp; Rest, Jonas (20 January 2017). "Hungry Eyes". manager magazin. 2.
  10. ↑ "Suppertime Rebrands As Foodora, Launches In Australia - B&T". B&T. 2016-03-15. Retrieved 2017-07-07.
  11. ↑ "Foodora to pull out of Australia later this month". 2 August 2018.
  12. ↑ "Deliveroo and foodora accused of using sham contracts for bicycle delivery riders". Smh.com.au. 2016-03-30. Retrieved 2016-11-02.
  13. ↑ ARIANNA TASSINARI VINCENZO MACCARRONE (2017-01-23). "Striking the Startups". Jacobin. Retrieved 2017-06-05.
  14. ↑ Julius Haswell (2017-05-18). "Foodora and Deliveroo couriers protest working conditions in Berlin". The Local. Retrieved 2018-03-01.
  15. ↑ "Delivery riders protest against 'UberCheats, Fraudora' conditions and pay". ABC News. 2018-03-14. Retrieved 2018-04-17.
  16. ↑ Patty, Anna (2018-03-13). "'Fired for taking a holiday': Bicycle couriers claim unfair dismissal". The Sydney Morning Herald. Retrieved 2018-04-17.
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